Washington, DC, October 30, 2017 — According to a recent online survey conducted by Ipsos on behalf of National Business Furniture, office design and aesthetics are playing a greater role in recruiting young talent. The study, which surveyed adults over the age of 18, including a subsample of adults who work in an office environment, looked at which factors have the biggest influence on employees when it comes to first and lasting impressions.
Changing of the Guard
There seems to be a generational shift as younger adults care less about traditional corporate branding and more about what a workplace looks and feels like.
- Design: 76 percent of Millennials, ages 18-34, feel somewhat or very strongly that that office design and aesthetic influences their impression of a company, while only 39 percent of employees ages 55+ care about what their office looks like.
- Upgrades: 70 percent of respondents who work in office environment say that they wished their workplace would consider a design upgrade.
- Office location: 70 percent of Millennials care about where an office is located compared to 41 percent of those age 55+.
Traditional Branding a Thing of The Past?
Companies spend a lot of time and money updating their websites and branded materials but their impact seems dependent upon the age of the employee.
- Logos: 63 percent of Millennials say a company logo impacts their view of a brand compared with 28 percent of workers ages 55+.
- Websites: 82 percent of Millennials say that a company website somewhat or strongly influences them compared to 53 percent of employees 55+.
About the Study
These are the findings from an Ipsos poll conducted June 14-16, 2017 on behalf of National Business Furniture. For the survey, a sample of 2,013 adults over the age of 18 living in the continental U.S., Alaska and Hawaii was interviewed online, in English. This includes a subsample of 842 adults who currently work in an office environment at least some of the time.
The sample for this study was randomly drawn from Ipsos’s online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, region, race/ethnicity and income.
Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.5 percentage points for all respondents (see link below for more info on Ipsos online polling “Credibility Intervals”). Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=2,013, DEFF=1.5, adjusted Confidence Interval=4.0).
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Senior Research Manager
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About Ipsos Public Affairs
Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.
Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, the U.S., UK, and internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.
With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; public affairs research; and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,782.7 million in 2016.
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